Socialt entreprenörskap som varumärkesprofilering
AbstractInterest in the subject appeared from real events. We seemed to discern a trend in society. Wehave noted that the amount of social enterprises to a greater extent is formed in Sweden.Companies like GodEl, Postkodslotteriet and DEM Collective are typical illustrations ofcompanies included in the category of social enterprise. It seemed as socially profiledcompanies is the new generation companies. The purpose of this essay is to make aninventory of possible competitive advantages that arise from social branding. As a result ofour study the approach is inductive. We drew attention to a phenomenon that we observed inreality. We have conducted a qualitative study consisting of three focus groups and threeinterviews. We compiled empirical material and connected it to the appropriate theories.Respondent?s perception of traditional funds for charity and the desire for smarter solutionsindicates that there is a new trend in society, a trend that is humanitarian, attractive, and hereto stay. We believe that consumers are more aware of their consumption choices. We want tomaintain that this awareness is not based in rational consumer choices, but more ethicallyconscious consumer choices, which fosters social branding. The timeliness of the socialbranding creates a competitive advantage. By profiling the brand of social entrepreneurship,create competitive advantage by providing an image that we think consumers want. It is animage based on contemporary values that attract today's and tomorrow's consumers.